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With the “Winter is NOT coming” promotional action, the Canary Islands brand has managed to get more than 5 million views of the vídeo in the first ten days since its launch. The aim is to have visibility within a context in Europe where the weather is cold whereas on the islands winter never comes.

Spain is the country with the highest number of views, with 1,2 million, followed by the United Kingdom with almost a million (905,448), then, Germany (664,784), France (594,716), Italy (548,232), Holland (342,230), Sweden (302,244), Ireland (250,479) and Belgium (203,851).

The origin of the “Winter is NOT coming” promotional action, consisted of setting up a giant tarp in Gran Vía in Madrid on 2nd February, and then send a video to the different digital platforms from that weekend. In addition, passersby also received a message with the video on their phones thanks to geolocation.

The aim of this campaign is to encourage word of mouth and to get people talking about the weather, the main asset offered by the Canary Islands, and reach markets that are key for the islands. The video has been shared on Facebook, Instagram and Youtube, adding up to the advertising in digital media using state-of-the-art formats in order to have the highest impact possible.

*This action is 85% co-funded by the European Regional Development Fund (FEDER).